Advocate Capital is a financial services provider specializing in funding for plaintiff law firms, helping attorneys manage case expenses and litigation costs. Understanding the critical role organic visibility plays in attracting the right clients, Advocate Capital partnered with Marcel Digital to develop a strategic SEO approach tailored to their niche market
Why did we start the project?
The Challenge
Despite offering a highly specialized service, Advocate Capital faced a common problem: limited organic search visibility. Their ideal customer base - plaintiff law firms - has unique search behaviors, making it essential for Advocate Capital to rank prominently for industry-specific keywords. With only a handful of direct competitors, they needed a strategic SEO approach to position their website as the go-to resource for legal funding solutions.
While technical SEO improvements were necessary, Advocate Capital required a more holistic strategy that would enhance visibility, attract qualified leads, and align with their broader digital marketing goals. They wanted a long-term solution that combined technical optimization with a robust content strategy to drive measurable results.
How Marcel Digital Helped
The Solution
Marcel Digital took a collaborative and data-driven approach to address Advocate Capital’s SEO challenges. The first step involved discovery sessions with Advocate Capital’s internal team to fully understand their services, target audience, and business objectives. This allowed the SEO team to identify optimization opportunities and create a content roadmap designed to enhance search rankings and lead generation.
Optimizing for Search Visibility
To establish a strong organic foundation, Marcel Digital optimized Advocate Capital’s website for high-value service-related keywords. Initial improvements resulted in a traffic boost, but ongoing analysis revealed additional keyword opportunities that better aligned with user search intent.
By shifting focus to a broader but highly relevant keyword set, Marcel Digital expanded Advocate Capital’s search reach. This included developing new service pages and supporting content to target these terms, improving search rankings while ensuring alignment with Advocate Capital’s business objectives.
Content Strategy and Lead Generation
A structured content marketing strategy was key to reinforcing Advocate Capital’s authority and driving conversions. Marcel Digital developed a content calendar and roadmap to deliver consistent, high-value content tailored to the needs of their target audience. This included blog posts, resource pages, and case studies designed to capture organic traffic and nurture potential clients through the sales funnel.
Overcoming Technical Barriers
One of the challenges in implementing SEO recommendations was limited direct access to make technical changes on the website. To navigate this, Marcel Digital worked closely with Advocate Capital’s internal stakeholders and third-party developers, ensuring seamless execution of technical optimizations without disrupting site functionality.
Additionally, the team integrated SEO with Advocate Capital’s paid media efforts, aligning both strategies to create a cohesive digital marketing approach. This collaboration ensured that organic and paid search efforts worked together to maximize lead generation and ROI.
What Happened After Launch?
The Results
By taking a comprehensive approach to SEO, Marcel Digital helped Advocate Capital achieve significant improvements in organic traffic and lead generation. Key results included:
- Increased Organic Traffic: Optimized service pages and targeted content led to a measurable boost in website visits from qualified prospects.
- Higher Search Rankings: Strategic keyword targeting and content expansion improved Advocate Capital’s visibility for critical industry-related terms.
- Improved Lead Generation: Enhanced SEO efforts contributed directly to new business by attracting high-intent users searching for legal funding solutions.
- Data-Driven Insights: Monthly performance tracking provided clear visibility into lead sources, allowing Advocate Capital to refine their strategy based on keyword-driven conversions.
Key Takeaways
The Results
Through technical SEO improvements, strategic content development, and ongoing collaboration, Marcel Digital helped Advocate Capital transform its online presence. By leveraging SEO as a lead generation tool, Advocate Capital is now better positioned to attract and serve plaintiff law firms, ensuring sustained business growth in a competitive industry.
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